品牌扩展“稀释效应”的消费者心理机理分析

Analysis of Consumer's Psychology on the "Dilution Effect" in the Process of Brand Extension

品牌扩展的“稀释效应”,是指随着核心品牌在新产品上的使用 ,消费者对核心品牌的评价有所下降的现象。文章用 Werber & Crocker提出的“子类型”、“笔记簿”和“反向”三个模型及有关的记忆结构理论 ,从消费心理的角度出发 ,探讨了市场营销中品牌扩展“稀释效应”的现象 ,并对三个模型起作用的条件进行了探讨 ,认为消费者对信息的知觉、加工信息的动机与方式及不同的记忆结构 ,都会对扩展后品牌的评价产生影响。

With the parent brand name being used on new products, consumer's evaluation on parent brand name reduced. In this article, the authors use three alternate models, subtyping model, bookkeeping model and conversion model (which was proposed Werber & Crocker) , and theory of memory structure to account for the phenomenon of dilution in marketing. The authors also probe into the condition which the three models take effect, and find that consumer's information perception, motivation of information processing and different memory structure will influence evaluation of extended brand.